Download - Rick Case Honda social media Case Study
Richard Bustillo
General Manager
Rick Case Honda in Davie
TLS Automotive Social Media Summit
June 2012
Overview
• Perspective
About Rick Case Honda
• Finding Point A
Discovering the What, The Who and The How
• Journey To Point B
Building an effective social media strategy
• Moving Forward
The future of social media for Rick Case
Honda
Looking For The Magic Pill
Every Department
Every Manager
Every Compensation Plan
Every Process
Every Vendor
We evaluated EVERYTHING….
Looking For The Magic Pill
Simplified The Customer Experience Tore down “walls” between departments
Simplified Our Messaging Consistent Branding in every
department
One core message
What We Did…
Reinventing The Customer Experience
New Cars
Used Cars
Service
Internet
Parts
5 Departments – 5 Customers
One Way Communication
Rick Case
Honda
One Dealership – One Customer
Two Way Communication
VS
Benefits
Easy for customer to move from one department to another
Higher performance from employees
Many Things
VS
One Thing
Prone To
Mistakes
Constant
Improvement
Amazing Results
Customer-pay RO counts up over 30%.
30% increase in monthly service customers (with average customer spend of $350.00 per visit).
148% increase in Service Drive Sales - from 45 (2011 Average) to 105 (May 2012).
Overall used car business up over 50%.
Huge lift in CPO sales - went from 16th to 4th in nation for CPO sales (over 135 CPO units per month)
New Service Revenue from certifying cars bought from service lane ($1,300 per RO).
This is not about marketing.
This is about creating a formula that delivers a
Consistent, Positive Customer Experience…
PROBLEM
This Was Point A
Out-Dated Posts
Negative Content
No Substance
Lack of Response
No Consistent social media Strategy
Lack of Content
PROBLEM NUMBER ONE:
Customer sees ad and
searches for dealership on
We Spent $$$$$
To Build Brand With
Customers
Search results show ratings
for all dealers in that market
Rating results in dealership
financing lead to competitor
PROBLEM NUMBER ONE:
Customer sees ad and
searches for dealership on
We Spent $$$$$
To Build Brand With
Customers
Search results show ratings
for all dealers in that market
Rating results in dealership
financing lead to competitor
Not Acceptable!
Social Media SWOTS
TR
EN
GT
H
S W
O T
OP
PO
RT
UN
ITIE
S
S
WE
AK
NE
SS
ES
TH
RE
AT
S
Large database – over 100k customers
Great “real world” reputation
Great facilities (1,000 visitors per day)
400 Quality Employees
Unique Buying Proposition
In-house Video Production Company
Lack Of Understanding
No Social Media Strategy
No Reliable Vendor Partners
Lack of Consistency
Leverage production company to
promote Rick Case Honda culture and
competitive advantages
Take advantage of new technologies
Leverage employee relationships
Negative content on social sites
Small Digital Signature
Dated Product
Competition from Hyundai and Ford
New VW dealership next door
Guidelines For Strategy
Had to be good for the customer, and good for the dealership
Had to be authentic (no gimmicks)
Had to generate productive, local interaction
Had to be system driven – not dependent on the talent of a single person
Had to be sustainable
Had to be consistent with our culture and integrated marketing/ communication strategy
Strategy For Social Reach
Our DealershipWe are committed to delivering
a 5-Star customer experience
Our EmployeesWe have over 400 employees.
200 assisted with our last
social media campaign.
Our CustomersOver 1,000 customers visit the
Rick Case Campus EVERY DAY!
Friends & FollowersRelationships generated by our
employees and customers
Our Social Media Strategy
Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.
Click next slide for video example
Our Social Media Strategy
Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.
Create processes around encouraging and facilitating customer
generated content – ie: Comments, Posts, Reviews and Ratings
Capturing Customer Feedback
Using the sales process to turn awkward time into productive time.
6
Publish To Social Sites
5
Ask To PostFacebook& Twitter
4
Collect Review
3
AddressConcerns
2
Detect Negative
1
Rate Dealership
Our Social Media Strategy
Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.
Create processes around reducing/ preventing negative content
and generating positive content
Leverage technology to reduce effort and maximize exposure
Our Social Media Strategy
Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.
Create processes around reducing/ preventing negative content
and generating positive content
Leverage technology to reduce effort and maximize exposure
Prepare for real-time opportunities - Social Media is the
Customer Centric CRM (Social Media as the new CRM app)
Facebook Watch
Multiple Persons with Admin
Rights to Facebook
Scheduled Responsibility
Negative Post
First Response in <10 Minutes
Escalated – Manager Engaged
Issue Addressed – Customer Happy
Another Win For Rick Case Honda
Our Social Media Strategy
Use our video production facilities to increase our digital footprint and make online customers aware of our advantages.
Create processes around reducing/ preventing negative content
and generating positive content
Leverage technology to reduce effort and maximize exposure
Engage employees and Leverage employee relationships
Prepare for real-time opportunities - Social Media is the
Customer Centric CRM (Social Media as the new CRM app)
Results
• “Likes” – 2,110
• Social Reach – over 480,000
• Increase in Page 1 Google online market
share rankings
• Increase in website visits
• # video views on automotive community
sites